“We know our customers want to see their favourite shows and programming on their big screen at home, and our partnership with streaming services like Amazon continues to make that happen.”

Jay Marine, Vice President, Amazon Prime Video Europe commented: “We have made it even easier for our customers to enjoy Prime Video including Amazon Originals like The Grand Tour, The Marvelous Mrs Maisel and the highly-anticipated Good Omens starring Michael Sheen and David Tennant.

“We are excited that these shows and many others, award-winning movies and our forthcoming exclusive Premier League matches will all be available on Virgin Media’s V6 box for millions of Prime members across the country.”

Media and telecoms analyst Paolo Pescatore said the wider roll-out “will allow Liberty Global to firmly realise its vision of offering a broad range of TV and SVOD services.”

Commenting on the impact of today’s deal in the UK, he added: “Strategically, the UK represents a battleground for content aggregation, but the Prime Video rollout on Virgin Media will lag some of its rivals.

“This will put pressure on Sky to forge a tie-up. For Amazon, this builds upon other deals and clearly shows its desire to work more closely with telcos to reach new audiences.”